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Abstract(s)
O objetivo principal deste estudo consiste na compreensão da interação entre as gerações X e Z com as marcas de moda e Eco-fashion nas redes sociais. Esperava-se perceber se existem diferenças na forma como estas gerações comunicam com as marcas de moda a partir da perceção do modo como estas gerações utilizam as redes sociais.
Para o efeito foi conduzido um estudo quantitativo com resurso a questionários distribuídos via digital entre os de indivíduos das gerações X e Z que utilizam as redes sociais.
Apurou-se que a geração X tem uma menor preocupação em seguir marcas do que a geração Z. Como a geração Z apresenta uma comunicação masi intensa com as marcas, é normal que exista uma melhor resposta às necessidades desta geração. A rede social apontada como a melhor para a interação com as marcas por parte das duas gerações foi o Facebook, apesar da geração Z também considerar o Instagram uma boa plataforma para a interação.
Concluiu-se que as duas gerações são muito diferentes na sua utilização das redes sociais e no tempo que passam online, sendo que a maioria da geração X utiliza no máximo 3 redes sociais, ao passo que a maioria da Z usa entre 3 a 5 redes sociais. Percebeu-se ainda que a geração X passa muito menos tempo online que a Z.
The main objective of this study consists in the understanding of the interaction of both the generations X and Z with fashion and Eco-fashion brands in social networks. It was expected to see if there were differences in the way these generations communicate with fashion brands, by the perception of how these generations use social networks. For this purpose, a quantitative study was conducted, using questionnaires that were distributed digitally, to all the individuals from the generations X and Z that use social networks. It was concluded that the generation X has less of a concern about following brands than the generation Z. As the generation Z shows a greater communication with brands, it is normal that there is a better response to the needs of this generation. The social network pointed out as the best for interaction with the brands, by both generations, was Facebook, although generation Z also considers Instagram as a good platform for interaction. It was concluded that the two generations are very different in both their use of social networks and the time they spend online, being that the majority of generation X has at most 3 social networks, whereas the majority of the generation Z has between 3 and 5. It was also perceived that the generation X spends much less time online than the Z.
The main objective of this study consists in the understanding of the interaction of both the generations X and Z with fashion and Eco-fashion brands in social networks. It was expected to see if there were differences in the way these generations communicate with fashion brands, by the perception of how these generations use social networks. For this purpose, a quantitative study was conducted, using questionnaires that were distributed digitally, to all the individuals from the generations X and Z that use social networks. It was concluded that the generation X has less of a concern about following brands than the generation Z. As the generation Z shows a greater communication with brands, it is normal that there is a better response to the needs of this generation. The social network pointed out as the best for interaction with the brands, by both generations, was Facebook, although generation Z also considers Instagram as a good platform for interaction. It was concluded that the two generations are very different in both their use of social networks and the time they spend online, being that the majority of generation X has at most 3 social networks, whereas the majority of the generation Z has between 3 and 5. It was also perceived that the generation X spends much less time online than the Z.
Description
Keywords
Geração X Geração Z Marcas Moda Redes Sociais